Compare CPC benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Great Britain’s cost-per-click (CPC) ran consistently above the global benchmark across most months, showing choppy momentum with a pronounced Q4 spike. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in Great Britain compared to the global benchmark.
Over the 13-month window (Jul 2025–Jul 2026) Great Britain’s median CPC averaged roughly £1.18, starting at £1.25 in July 2025 and ending at £1.14 in July 2026 — a modest decline of about 9% from start to finish. The high-water mark arrived in December 2025 at £1.49, while the low came in October 2025 at £1.02, giving a range of about £0.47. Monthly moves were material at times: the sequence shows sharp lifts into September and again into December, a steep decline into October, and a rebound in late Q4 into early Q1.
Baseline (global) CPC averaged about £1.05 across the same months. On average Great Britain ran ~13% above that global level. The single biggest gap occurred in December 2025 (GB £1.49 vs global £1.01) — roughly a 48% premium — and again in July 2026 when baseline dipped to ~£0.77 while GB held at £1.14 (~48% above baseline).
Volatility was notable: month-to-month absolute movement in Great Britain averaged ~£0.15, compared with ~£0.10 for the global baseline, indicating GB was roughly 50% more volatile in cost-per-click swings.
Seasonal rhythm is visible. Autumn showed a sharp oscillation: a rise into September, a drop in October, and then a strong lift into December. December 2025 stands out as a pronounced peak for GB CPC. The post-holiday period softened into early Q1 but remained higher in GB than global averages. The global benchmark itself shows a large dip in July 2026 that accentuated the apparent premium for Great Britain in that month.
Across the year the pattern reads as periodic lifts (late Q3, late Q4) followed by pulls back in early Q4 and early Q1 — a heartbeat consistent with competitive spikes and seasonal spend cycles in multi-industry advertising.
Relative to the global benchmark, Great Britain was persistently above market levels: most months showed a premium of 2–36%, with two months (Dec 2025 and Jul 2026) near +48%. There were brief months where GB ran slightly below global (October and March, by single-digit percentages), but the overall slope is above average. The global trend fell more sharply from July 2025 to July 2026 (~−29%) than Great Britain (~−9%), creating a widening gap late in the window.
Understanding Facebook Ads cost-per-click (CPC) benchmarks and country-specific ad costs for All industries in Great Britain offers a clear picture of industry ad performance and CPC trends relative to global patterns.
Facebook advertising cost benchmarks
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC may increase around early May and late August bank holidays as people travel or browse retail. Black Friday/Cyber Monday may raise retail CPMs in fashion, electronics, and online shopping. Late December typically has peak CPMs, so e-commerce budgets may need an earlier ramp-up.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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